Department of MBA

Strategic Management

Topic: Evolution of Strategic Mgmt.

Sub Topic :- Preview Cases; Background

Presented By:
Prof. Vivek Vinayakrao Wankhede
Assistant Professor in Dept. Of MBA
MBA(Marketing + HR), MA (Psychology-p), BE(Bio-Medical), B.Ed
 Department of MBA

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA
Strategy Evolution at Bharti Airtel
• Launch of R-Jio in Sept 2016, with Free Offerings
• Telecom Market Slow Down post 2010
• Voice market – Saturation; Data services – Growth Phase
• Strict Norms, Heavy Investment
• Lowest average Revenue per User in world
• Bharti Airtel, 1195, 403 Million Subscribers, Dec 2019
• 18 Countries in Asia and Africa
• “to create globally admired telecommunication company”
• “to enrich lives of customers, Our obsession is to win
customers for life through an exceptional experience”
B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA
Strategy Evolution at Bharti Airtel
• Structured in 5 SBUs
• Mobile Services
• Home Services
• Airtel Business
• Tower Infrastructure
• Digital TV Services
• Strategic Alliances with global companies (for access to
finance and established brand)
• Suicidal acquiring Zain in Africa; 15 quarter loss
• Acquired data-centric spectrum, through M&A

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA
Evolution of Strategic Management
• Business Policy, older term
• Harvard Business School, 1911
• Gordon & Howell Report in 1959, Ford Foundation
• Pierson Report, Carnegie Foundation
• 1969 it was made mandatory by Association to Advanced
Collegiate Schools of Business
• Strategic Decision making is core of managerial activity

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA
Evolution of Strategic Management

• Perspective Schools
 conception process / formal process / analytical process
• Descriptive Schools
 visionary / mental / emergent / negotiation / collective /
reactive process
• Integrative schools
 Process of transformation

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA
Evolution of Strategic Management

• Ansoff
management of discontinuous change, which takes
account of psychological, sociological, political and
systemic characteristics of complex organization
• Toffler
Organizations no longer responsible for only profits or
producing goods but for simultaneously contributing to
the solution of extremely complex ecological, moral,
political, racial, sexual and social problems
B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA
4 Fundamental Questions (Rumelt)

• How do firms behave?

• Why are firms different? (USP)
• What is the function of or value added by the headquarters
unit in a diversified firm?
• What determines success and failure in national or
international markets?

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA
Ultimate Focus

• Internal Environment
• External Environment

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA

Azhar Kazmi, 5th Edition

THANK YOU
Presented By:
Prof. Vivek Vinayakrao Wankhede
Assistant Professor in Dept. Of MBA
MBA(Marketing + HR), MA (Psychology-p), BE(Bio-Medical), B.Ed